Sundance Names ‘Green’ Sponsors

Lexus and Smith Barney signed on as co-presenting charter sponsors of Sundance Channel’s The Green, an environmental programming block that debuts in April, officials said Tuesday.

The weekly primetime destination, presented by Robert Redford, will feature original programming and documentaries focusing on environmental topics, and it is set to debut April 17.

This marks the first deal announced by Sundance since the network unveiled its sponsorship and branded entertainment strategy last June. Sundance intends to identify and join forces with like-minded consumer brands interested in establishing a long-term relationship with its audience and looking to create robust marketing and promotional platforms tied to distinct content.

With The Green, Sundance becomes the first U.S. network to establish a significant, regularly scheduled programming destination dedicated entirely to the environment.

Each company constructed a multiyear, multiplatform program with Sundance that includes sponsorship of one or more series.

The Green will feature two short-form series. The first, The Ecoists, is an interstitial series showcasing some of today’s most active and recognizable environmental activists and their cause of choice.

The second, Eco-Biz, will explore financial aspects of environmental innovation in business. Segments will look at global green business news such as executives within companies working to develop more environmentally sustainable policies, innovative eco-friendly business tactics and the subsequent impact to the bottom line.